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Information
| Code | PYL705 |
| Name | Consumer Behavior |
| Term | 2023-2024 Academic Year |
| Term | Fall |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | |
| Course Instructor |
1 |
Course Goal / Objective
The aim of this course is to get students to comprehend consumers, consumer decision process, buying process and the factors of these processes.
Course Content
This course consists of the subjects of consumer decision process, internal and external factors of this process.
Course Precondition
There are no prerequisites for the course.
Resources
Tüketici Davranışları, Yavuz Odabaşı & Gülfidan Barış (2018), MediaCat Akademi, İstanbul.
Notes
Current and core articles.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the factors that affect consumer behaviors. |
| LO02 | Understands the ways to develop effective marketing strategies by taking into account the effects of external and personal factors on consumer buying decision process. |
| LO03 | Learns the stages of consumer buying decision process. |
| LO04 | Classifies the factors affecting consumer behavior. |
| LO05 | Understands impact of different roles during consumer behavior process on consumer buying situation. |
| LO06 | Analyzes the task of marketing and marketing management from a behavioral perspective. |
| LO07 | Understands and examines the major functions of the marketing task and their relationship with consumer behavior. |
| LO08 | Develops an awareness of the marketing and consumer behavior problems that are vital for organizations. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts of Marketing Management and explains their relations with each other | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines and compares theories and models of marketing management, numerical and statistical methods. | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Reaches and interprets information using scientific research methods. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Applies theories and models, numerical and statistical methods in marketing management. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results of theories and models, numerical and statistical methods applied in marketing management. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can determine the appropriate methods for solving the marketing problems encountered. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can implement marketing management methods through following the fundamental steps. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using basic numerical and statistical analysis programs. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work in accordance with the objectives as a project manager or participant. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes an active role by taking responsibility individually and/or within the team. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | In recognition of the need for lifelong learning and continuous self-renewal, tracks the latest developments in the field of marketing. | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Produces new information from the data obtained from scientific sources within the framework of academic rules and interprets them effectively. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 5 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present effectively the information obtained from the sources related to the field within the framework of academic rules by synthesizing. | 5 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Conducts original research on all the basic functions of marketing in accordance with scientific, institutional and social ethics. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies existing problems with a critical perspective and proposes solutions. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Consumer Behavior | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Learning and Memory | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Motivation and Involvement | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | Sensation and Perception | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Attitudes and Emotions | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Personality and Ego | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Values and Lifestyle | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Group Dynamics, Reference Groups and Family | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Personal Effects and Diffusion of Innovations | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Social Classes | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Culture and subculture | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Consumer Buying Process | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Consumer Behavior in the Digital Age | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Presentions of Projects | Reading related parts | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||